Project Report On Colgate

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR
OF COLGATE
TOOTHPASTE
INTRODUCTION
Oral Care
The oral care market can be segregated into toothpaste (60%), toothpowder (23%) and
toothbrushes (17%). While 60% of toothpaste is sold on the family platform, around 35% is sold
on cosmetic propositions. On the other hand, while toothpowder accounts for 52% of the market,
red toothpowder accounts for 40% and black toothpowder accounts 8%. The penetration level of
toothpaste/powder in urban areas is 3X that in the rural areas. Traditional materials such as neem
and tobacco are popular for cleaning in the rural areas, Frequency of usage for toothpaste is only
1.5 times among other consumers, compared with 2 times in the developed world. Per capita
consumption of toothpaste is only 70 gm compared with 300 gm in Europe and 150 gm in
Thailand.
Given the low per capita consumption and penetration rates, toothpaste demand is mainly being
driven by the overall market growth of 8-10%. The rural segment is also driving toothpowder
growth.
Indian Oral Care Market
Many
people in India still clean their teeth with traditional products like Neem
twigs, salt, ash, tobacco or other herbal ingredients.
Average
all India per capita consumption of toothpaste is a dismal 82gms.

The
dentist to population ratio is a critically low 1:35000 in the country. This

results in low oral hygiene consciousness and widespread dental diseases.
Less
than 15% of the Indian toothpaste users brush twice a day.

The
toothpaste market grew at a CAGR of 7-8% between 1995-2000. But in 2001 the market
grew by only 4%.
Colgate
and Hindustan Lever together account for over 85% of the organized
toothpaste market.
Red
and Black toothpowder still accounts for 35% of the toothpowder market.
In
toothpowders, Colgate and Dabur are the leading players sharing between them
75% of the market.
ABEDA INAMDAR SENIOR COLEGE
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OF COLGATE
TOOTHPASTE
Penetration
of toothpowder in the urban areas has been declining, as more and

more consumers switch from powders to paste.
Brand
loyalty is quite high for toothpastes, but is extremely low for toothbrushes.
10
years ago the most expensive toothbrush was priced at Rs4. Today one can
also buy a toothbrush priced at Rs999!
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OF COLGATE
TOOTHPASTE
OBJECTIVE AND SCOPE
Title of the Project

In todays world customer is the key of the success of any business. So, Customer behavior and
its satisfaction level play a key role in the sale of the product. Thats why we decided to keep the
project title related to this key factor called Study on consumer buying behavior and
satisfaction level for Colgate Toothpastes with reference to Pune City.
Main purpose of the study was to know the customer buying behavior and demand into the
minds of customers of Pune city because always customers say something and do something. At
the same time as there are many companies competing for the same, that the customer is made to
think about what, how, and for whom to purchase the Product.
Therefore, research is required to measure present consumer buying
behavior at the purchase of Colgate toothpastes. So the researcher problem
is to identify what are the criteria that prospective customer takes into
consideration before buying the motorcycles. Also after purchasing, are the
customers being satisfied or not?
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OF COLGATE
TOOTHPASTE
OBJECTIVE OF THE STUDY

To
know market position of Colgate toothpastes.
To
know consumer behavior for the purchase of toothpastes.
To
identify the factor which influences on consumer decision.
To
find the most useful medium in the selling of toothpastes.
To
study the satisfaction level of consumers.
Identifying
possible areas of Improvement.
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OF COLGATE
TOOTHPASTE
SCOPE OF THE STUDY

How Humans Think, Feel, and Act in the Marketplace
At this very minute, thousands of marketers are pitching their products to millions of consumers
around the world. From call centers and in mall stores, on eBay and in media placements, in
blogs, and through pop-ups and podcasts. How are consumers reacting to this cacophony of
slogans and promises? What persuades them to embrace some marketplace offerings while
spurning others?
Welcome to the fascinating world of consumers. In this book, we describe, dissect, and discourse
about Consumer Behaviorhuman behavior in the world of goods. How we make our product
choices and then weave them into the tapestry of our lives. How we consume to sustain and
energize our bodies, feed our minds, and construct our identities.
In 21 chapters long and short, we define and describe almost all of the concepts and principles of
consumer behavior, spin them into theories and models, and illustrate their applications for the
benefit of consumers as well as marketers. We take you, as well, on an excursion, visiting
enclaves of esoteric and enchanted consumption.
Through such excursion and forward-gazing, we bring our exploration to its logical fruitionto
grasp the quintessential value of consumption, and to understand how we should, as marketers,
fulfill marketings ultimate purpose: To become co-creators of consumption value humans seek.
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OF COLGATE
TOOTHPASTE
LIMITATIONS OF THE STUDY

Research
work was carried out in Camp Area of Pune city of Maharashtra only so the findings
may not be applicable to the other parts of the country because of social and cultural differences.
The
sample was collected using convenience-sampling techniques. As such result may not
give an exact representation of the population.
Shortage
of time is also reason for incomprehensiveness.

The
views of the people are biased therefore it may not be reflecting true picture.
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OF COLGATE
TOOTHPASTE
ORGANISATIONAL PROFILE
COMPANY PROFILE
HISTORY IN VIEW OF THE CEO OF COLGATE : Mr. IAN COOK
It's my pleasure to welcome you to the world of Colgate-Palmolive. The small soap and
candle business that William Colgate began in New York City early in the 19th century is now,
more than 200 years later, a truly global company serving hundreds of millions of consumers
worldwide.
Our 200-year history reflects the strength and innovation that Colgate people have used to
constantly transform our Company and identify new opportunities. With global brands sold in
over 200 countries; Colgate, Mennen, Palmolive, Ajax, Softsoap, and Hills Pet Nutrition are
among the world's most recognizable household names, trusted and relied upon by consumers
everywhere.
Colgate People, working around the world, share a commitment to our three core corporate
values: Caring, Global Teamwork and Continuous Improvement. These values are reflected not
only in the quality of our products and the reputation of our Company, but also in our dedication
to
serving
the
communities
where
we
do
business.
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TOOTHPASTE
As a leading consumer products company we are also deeply committed to advancing

technology which can address changing consumer needs throughout the world. In fact, our goal
is to use our technology to create products that will continue to improve the quality of life for our
consumers
wherever
they
live.
As a successful business, we are focused on achieving the consistent growth required to continue
our global success and to make us an even stronger company. We believe this is the best way to
benefit our consumers, our people and our shareholders.
OVERALL HISTORY
In 1806, William Colgate, himself a soap and candle maker, opened up a starch, soap and candle
factory on Dutch Street in New York City under the name of "William Colgate & Company". In
the 1840s, the firm began selling individual cakes of soap in uniform weights. In 1857, William
Colgate died and the company was reorganized as "Colgate & Company" under the management
of Samuel Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed soap. In
1873, the firm introduced its first toothpaste, an aromatic toothpaste sold in jars. His company
sold the first toothpaste in a tube, Colgate Ribbon Dental Cream, in 1896. In 1896, Colgate hired
Martin Ittner and under his direction founded one of the first applied research labs[4]. By 1908
they initiated mass selling of toothpaste in tubes. His other son, James Boorman Colgate, was a
primary trustee of Colgate University (formerly Madison University).
In Milwaukee, Wisconsin, the "B.J. Johnson Company" was making a soap entirely of palm and
olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular
enough to rename their company after it - "Palmolive". [5] At the turn of the century Palmolive,
which contained both palm and olive oils, was the world's best-selling soap, and extensive
advertising included The Palmolive Hour, a weekly radio concert program which began in 1927
and Palmolive Beauty Box Theater which ran from 1934 to 1937. A Kansas-based soap
manufacturer known as the "Peet Brothers" merged with Palmolive to become Palmolive-Peet. In
1928, Palmolive-Peet bought the Colgate Company to create the Colgate-Palmolive-Peet
Company. In 1953 "Peet" was dropped from the title, leaving only "Colgate-Palmolive
Company", the current name.
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TOOTHPASTE
Colgate-Palmolive has long been in fierce competition with Procter & Gamble, the world's
largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World
War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost
its number one place in the toothpaste market when P&G started putting fluoride in its
toothpaste. In the beginning of television, "Colgate-Palmolive" wished to compete with Procter
& Gamble as a sponsor of soap operas. Although the company sponsored many shows in part,
they fully sponsored the serial The Doctors.
George Henry Lesch was president, CEO, and chairman of the board of Colgate-Palmolive in the
1960s and 1970s, during that time transformed it into a modern company with major
restructuring.
In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold
Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the U.S.,
Canada and Puerto Rico, to Phoenix Brands, LLC as part of their plan to focus on their higher
margin oral, personal, and pet care products.[6]
In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading
maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell
in 1970.
Today, Colgate has numerous subsidiary organisations spanning 200 countries, but it is publicly
listed in only two, the United States and India.
In June 2007, counterfeit Colgate toothpaste imported from China was found to be contaminated
with diethylene glycol, and several people in eastern U.S. reported experiencing headaches and
pain after using the product.[7] The tainted products can be identified by the claim to be
manufactured in South Africa by Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes
(a size which Colgate does not sell in the United States) and the tubes/packaging contain
numerous misspellings on their labels. Colgate-Palmolive claims that they do not import their
products from South Africa into the United States or Canada and that DEG is never and was
never used in any of their products anywhere in the world. The counterfeit products were found
in smaller "mom and pop" stores, dollar stores and discount stores in at least four states.
Educational and community involvement
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OF COLGATE
TOOTHPASTE
In 1890, Madison University in New York State was re-named Colgate University in honor of the
Colgate family following decades of financial support and involvement.[9]
The Colgate-Palmolive Company has sponsored a non-profit track meet open to women of all
ages. This event is called the Colgate Women's Games. The Colgate Women's Games is the
nation's largest amateur track series open to all girls from elementary school through college.
Held at Brooklyn's Pratt Institute, competitors participate in preliminary meets and semi-finals
over five weekends throughout January. Finalists compete for trophies and educational grants-inaid from Colgate-Palmolive Company at New York City's Madison Square Garden in February.
PRODUCTS AND SERVICES OFFERED

Toothpastes
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OF COLGATE
TOOTHPASTE
Colgate Dental Cream
Colgate Max Fresh
Colgate Active Salt
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OF COLGATE
TOOTHPASTE
Colgate Total 12
Colgate Sensitive
Colgate Kids
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OF COLGATE
TOOTHPASTE
Colgate Herbal
Colgate Cibaca
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OF COLGATE
TOOTHPASTE
Colgate Fresh Energy Gel
Colgate Maxwhite
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OF COLGATE
TOOTHPASTE
Toothbrushes
Colgate Massager
Colgate Navigator Plus
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TOOTHPASTE
Colgate 360 ActiFlex
Colgate Extra Clean
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OF COLGATE
TOOTHPASTE
Colgate Extra Clean Gum Care
Colgate Sensitive Toothbrush
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TOOTHPASTE
Colgate 360 Toothbrush
Colgate Zig Zag
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TOOTHPASTE
Toothpowder
Colgate Super Rakshak
Mouthwash :
Colgate Plax
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TOOTHPASTE
MARKET SHARE
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TOOTHPASTE
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TOOTHPASTE
AWARDS
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TOOTHPASTE
THEOROTICAL PROSPECTIVE
Analyzing Consumer Behavior

FACTORS INFLUENCING CONSUMER BEHAVIOR
BUYING ROLES
TYPES OF BUYING BEHAVIOR
THE BUYING DECISION PROCESS
FACTORS INFLUENCING CONSUMER BEHAVIOR

CULTURAL FACTORS:
Culture
Sub-culture
Social Class
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SOCIAL FACTORS:
Reference groups
Family
Roles & statuses

OF COLGATE
TOOTHPASTE
PERSONAL FACTORS:
Age and Life-Cycle Stage
Occupation
Economic Circumstances
Lifestyle
Personality & Self-concept
PSYCHOLOGICAL FACTORS
Motivation
Learning
Perception
Beliefs & Attitudes
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OF COLGATE
TOOTHPASTE
Buying Roles
INITIATOR: The first person to suggest the
idea of buying.
INFLUENCER: A person whose views impact
the buying decision.
DECIDER: The person who decides on what,
when & where to buy the product or service.
BUYER: The actual purchaser.

USER: The person who uses/consumes the
product or service.
THE BUYING DECISION PROCESS
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OF COLGATE
TOOTHPASTE
Problem/need Recognition
Information Search
Evaluation Of Alternatives
Purchase Decision
Post purchase Behavior
PROBLEM/ NEED RECOGNITION

From Internal Stimuli:
Hunger
Thirst
Fear
From External Stimuli:
Neighbors Purchases
Advertisements
Window Shopping
Newspapers & Magazines
INFORMATION SEARCH
From Personal Sources:
Family
Friends
Neighbors
Acquaintances
From Commercial Sources:
Advertisements
Dealers
Salespersons
Packaging
Displays
From Public Sources:
Mass Media
Chambers of Commerce
Consumer Rating Magazines
From Experiential Sources:

Page 26
Handling the Product

Examining the Product
Using the Product

OF COLGATE
TOOTHPASTE
PURCHASE DECISION
Interfering Factors:
Attitudes of Others:
Opposing and intense
opinions of family members, close friends
and acquaintances
Unanticipated situational factors:
Changes in income, job transfer, loss of
employment, change of priority e.g.
sudden payment of educational fees etc.
POST PURCHASE BEHAVIOR

Post purchase Satisfaction:
Keep the Product
Store the Product
Convert to a Second Use
Post purchase Dissatisfaction:
Try to return the product/take legal recourse
Rent it
Get rid of it/Throw it
METHODOLOGY & PROCEDURE
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OF COLGATE
TOOTHPASTE
Research design
A research design is the detailed blue print used to guide a research study towards its objectives.
It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards buying of bike. The study also
aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the
study a descriptive one.
Type of Research
The study undertaken is of Descriptive Research in nature.
Nature of Research
The study is quantitative in nature.
It is structured, standardized, question based interview.
Types of Question
The types of question asked during the study are Straight forward and limited probing.
Total number of questions: 10
Total number of close ended questions: 8
Total number of open ended questions: 2
ANALYSIS OF DATA
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OF COLGATE
TOOTHPASTE
Sources of Data
Secondary Source
In this study the secondary data is collected from the following sources.
1. Companys website
2. Reports of Company
3. Discussion with marketing and sales staff
4. Books on Marketing and Research methodology
Primary Source
The Primary source of collecting data for research is:
Questionnaire filled by the customers of Toothpaste industy The common man.
PRIMARY DATA COLLECTION
Research Technique
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OF COLGATE
TOOTHPASTE
In this study the survey method is used as a research technique. This method helps to obtain
right information from respondents.
Contact Method
In this study Personal Exit interview it is taken as a tool for the contact method. In which the
personal interview is conducted with customers of Westside.
SAMPLING PLAN
Sampling is a process of obtaining. The information about the entire population by examine a
part of it .The effectiveness of the research depends on the sample size selected for the survey
purpose.
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OF COLGATE
TOOTHPASTE
(A) Population:-
The survey was conducted in Pune city.
(B)Sampling Unit:It means Who is to be surveyed. Here target population is decided and it is who are
purchasers of toothpastes and sampling frame is developed so that everyone in the target
population has known chance of being sampled. So the survey is conducted particularly in Pune
city.
(C)Sample size:ABEDA INAMDAR SENIOR COLEGE
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OF COLGATE
TOOTHPASTE
For the purpose of proper survey, there is need of perfect research instruments to find out sample
size for more accurate result about buying behavior of bike. The sample size is 100 respondents.
(D) Sample Element
The sample element of research is customer of toothpastes, the common population.
(E) Sample Extent
The sample extent is limited to a part of Pune city.
(F) Sample Duration
The sample duration between February 2011 and March 2011.
(G) Sampling Procedure
The sampling procedure followed is convenience.
Research Instrument
In this study the research instrument is Questionnaire. It consists of set of question presented
to respondents.
The questionnaire is structured & combinations of various close and open ended questions.
Close ended question already have the possible answers and the open ended question allow the
respondents to answer in their own word.
ANALYSIS OF DATA
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TOOTHPASTE
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TOOTHPASTE
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OF COLGATE
TOOTHPASTE
Forms of Advertisement Followed:
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TOOTHPASTE
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TOOTHPASTE
Attributes to choose a brand:
FINDINGS, INFERENCES, RECOMMENDATION
Major Findings
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OF COLGATE
TOOTHPASTE
The over all conclusion derived from this study is that the Colgate toothpaste
industry enjoys a very good & strong position in Indian market, as such toothpaste is one of
most demanded & necessary goods of day to day use without which urban Indians will find it
really difficult to clean their tooth. Rural people can survive without it, but when it comes to the
oral hygiene use of toothpaste is advisable by doctors also.
Every section of the society whether it is middle, upper middle or higher segment uses toothpaste
especially in urban areas. Basically as per the research it is found that the major section of the
youth population uses one or the other toothpaste in which freshness, protection against tooth
decay and whitening is major attributes for him.
Mid quality toothpaste has major market share in urban areas. Some medicinal toothpaste like
Emoform, Senequel-F, etc are also attracting customers. At the same time herbal paste as well as
brand sold through direct marketing like RCM, Glister etc also penetrating the market.
The major aspect of consumer buying behavior in terms of promotional
benefits which came into being after this research is that if the consumers are satisfied with the
quality & other major aspects of the respective commodity, some small benefits or schemes are
not going to distract them with their Brand loyalty.
As such in this study it is found that although consumers are not satisfied & not having proper
knowledge about various promotional schemes of their toothpaste, but still they are satisfied,
want to continue & recommend the same brand to others too.
This over all study reveals the fact that it is the functionality in terms of efficiency &
effectiveness of the product which overall affects the consumer purchase decision-making brand
promotion, advertisements celebrity endorsement only can not attract a consumer. So the
marketer should use more effective tools to communicate the same to its target customers apart
from attracting for additional benefits & offers.
CONCLUSION
-
Colgate holds the strongest Position in the Indian Market
Peoples behavior towards choice of toothpaste is volatile as per change
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OF COLGATE
TOOTHPASTE
Consumer decision is largely influenced as per quality, packing and

reputation
T.V. advertisement serve as a best medium of selling toothpaste
Customer satisfaction is provided
QUESTIONAIRE
Name:
Age:
Occupation:
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OF COLGATE
TOOTHPASTE
Sex: Male
Female
1)What mode do you use for cleaning your teeth?

a) Toothpaste b) Toothpowder c) Datun(Stick) d) Others
2) Which Companys toothpaste do you use?
a)Colgate
b)HLL- Pepsodent c)Dabur
3)Your reason for a particular brand preference ?

a)packaging b)quality c)advertisement
4)Which Colgate toothpaste do you prefer?
a)Gel b)Herbal ingredients c)Whitening
5)What attributes do you prefer while choosing a brand?
a)Packaging b)Anti tooth decay c)Whitening
6) Which of the followin factors do you take into considerations while choosing a toothpaste?
a)cultural b)social c)personal d)psychocological
7) Which Brands advertisement do you follow most?

a)Colgate b)Pepsodent c)Close-up d)Herbal e) Meswake
8)What form of advertisement do you like the most?
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OF COLGATE
TOOTHPASTE
a)Television b)Magazine c)Hoarding d)Newspaper
9) Do the Brand Ambassaodors Affect your choice of buying?

a) Yes b) No
10)Does the fact that Colgate is approved by Indian Dental Association influence you to buy
colgate products?
a) Yes b) No
RECOMMENDATION
The emerging youth population is an opportunity for marketers.
As one of Indias leading Toothpaste selling companies Colgate has a big market to sustain and
continue with its successful survival.
The Company should analyze their strategy, as a large percentage of the population is not aware
about the promotion and offers
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TOOTHPASTE
LIST OF FIGURES, CHARTS, DIAGRAMS
Figure No.
Illustration
Page No.
Gender
34
Age
35
Mode of Cleaning
35
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TOOTHPASTE
Form of Advertisement
36
Attribute to chose brand
37
LIST OF TABLES
Figure No.
Illustration
Page No.
Market Share (Value)
Market Share (Volume)
21
21
BIBLIOGRAPHY
Philip Kotlar and Gary Armstrong, Principles of Marketing, Eleventh Edition, Pearson Prentice
Hall, Person Education, Inc., Upper Saddle River, New Jersey 07458, Copyright2006,2004,2001,1999 and 1996.
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TOOTHPASTE
Philip Kotlar and Kevin Lane Keller, Marketing Management, Eleventh Edition, Pearson
Prentice Hall, Person Education, Inc., Upper Saddle River, New Jersey 07458, Copyright2006,2003,2000,1987,1994.
WEBLIOGRAPHY
Internet (www.wikipedia.com; Colgate toothpaste.com, etc.)
Various marketing & sales Report on Colgate toothpaste
Newspaper- Article (The Daily Star)
Google search
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EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

all India per capita consumption of toothpaste is a dismal 82gms.

dentist to population ratio is a critically low 1:35000 in the country. This

than 15% of the Indian toothpaste users brush twice a day.

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

of toothpowder in the urban areas has been declining, as more and

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

OBJECTIVE AND SCOPE

Title of the Project

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

OBJECTIVE OF THE STUDY

possible areas of Improvement.

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

SCOPE OF THE STUDY

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

LIMITATIONS OF THE STUDY

of time is also reason for incomprehensiveness.

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

HISTORY IN VIEW OF THE CEO OF COLGATE : Mr. IAN COOK

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

As a leading consumer products company we are also deeply committed to advancing

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Educational and community involvement

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

PRODUCTS AND SERVICES OFFERED

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate Dental Cream

Colgate Max Fresh

Colgate Active Salt

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate Fresh Energy Gel

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate Navigator Plus

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate 360 ActiFlex

Colgate Extra Clean

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate Extra Clean Gum Care

Colgate Sensitive Toothbrush

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate 360 Toothbrush

Colgate Zig Zag

ABEDA INAMDAR SENIOR COLEGE

EMPERICAL STUDY ON THE CONSUMER BEHAVIOUR

Colgate Super Rakshak

ABEDA INAMDAR SENIOR COLEGE